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Many Law Firms Still Unconvinced of the Value of Blogging

Are large law firms blogging -- and if not, why?  That's one of the questions addressed in this extensive piece by Alan Cohen in The American Lawyer on blogging trends in Am Law 200 firms.

Referencing a March 2008 study conducted by Lexblog, a company that offers turnkey blogging solutions for firms, Cohen writes that 53 Am Law 200 firms were blogging in some manner -- either through a law firm sponsored blog or a blog run on the side by a firm lawyer.  And more than one third of those firms started blogging in the past six months, reflecting a strong upward trend. 

On the other hand, Cohen notes that "if there's one undeniable fact about a 26 percent penetration rate, it's that you've still got 74 percent to go."  Several factors account for non-adoption.  For starters, blogging takes plenty of effort, which can detract from billable work.  Also, some firms are concerned that they might inadvertently give legal advice that could lead to claims of unauthorized practice of law or complaints by disgruntled clients who relied on information in a blog to their detriment.

Even when firms do start blogs, the bureaucracy can complicate the process.  Carlton Fields partner, Matthew Allen, who edits the firm's class action blog, Classified, waited a year to get the go-ahead for his blog.  Much of the payoff has been indirect so far; Allen can't identify any cases brought in directly as a result of the blog.  However, the intangible benefits include providing value-added service to clients, which reinforces the firm's image as the go-to firm for class actions.

Cohen concludes his article with sound, practical tips for law firms running a blog.  These include keeping certain topics, such as commentary on the firm's on-going matters, off-limits and avoiding material that would give opponents too much of an advantage.   Firms should include disclaimers on the blog spelling out that nothing posted creates an attorney-client relationship.  And they can also prohibit comments entirely to avoid interaction that might resemble rendering legal advice.

Are large firms acting too cautiously in adopting blogs?  Submit your comments below.

Posted by Carolyn Elefant on May 2, 2008 at 12:38 PM | Permalink | Comments (1)

Comments

I believe Attorneys and/or law firms blog mainly for two reasons:

- Marketing: to grow business by reaching more potential clients.

- Integral charm for blogging.

I believe big law firms already have satisfactory clientele, moreover they have their own level of clients. Blogging is not their piece of cake to acquire new clients. Lawyers in such law firms who like to blog, do blog but they don't put their firms' name with them. Obviously it won't be considered ethical without any authorization from the firm.

Lot more brainstorming queries arising in mind.

Keep blogging:-)

A.S

Posted by: Avish Sharma | May 3, 2008 4:34:16 PM

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